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The Adobe stats do show that iPads convert well though, almost at the same rate as desktop. When you consider that the experience on tablets is inferior to that on desktop and laptop, this is still impressive.

The average conversion rate via tablet was 2.3%, compared with 2.5% for desktop, while mobile lags behind on 0.6%.

It is when you look at average order values that we see the value of tablet visitors. The AOV for tablets in 2011 was $123, compared to $102 for desktop and $80 for smartphones.

The average order value for the holiday shopping season 2011 was consistently higher than desktop as well, peaking at $129 on Black Friday.

Why is the tablet so valuable?

This is an easy answer. The simple fact is that users of iPads and other tablets are generally from higher income groups, and therefore have more money to spend.

According to stats in the survey, tablet owners skew to the 18-34 age group, and 29% have an annual income greater than $75,000.

As cheaper tablet devices come onto the market, and they become more mainstream, it’s possible that this effect will be diluted.

There is also the habits of tablet shoppers to consider. 34% shopped on the weekends, compared with 24% and 27% for desktop and smartphone

A 2011 OPA study reported 58% of tablet use occurs at home. According to the same study, 52% of tablet owners prefer to shop online using their tablets, while 40% preferred using a traditional computer.

Though the iPad is an excellent device, it has no magic formula that makes shopping easier, though there is potential for retailers to create better user experiences in this area.

Recommended

With online forums, comment boxes online and the growing number of brands with a social media presence, a customer has more ways than ever before to vent their frustrations following a poor online customer experience.

What’s more, a customer who has a poor experience online using a mobile device can use the very same device to log on to Facebook or Twitter and tell their entire network of friends and family about the poor mobile online experience they encountered.